Managing
The Commercial Communications Process (Week 16)
Welcome
to Week 16! I am over half way through my second academic year at Bucks and can’t
believe how quickly it has gone! Today was a continuation on Brand Management from
Week 15’s Brand Review (click here to view last week’s post if you haven’t seen
it already!) Again, Vic has stressed the fact that all lecture theory must
relate to the brand/agency chosen for CW2. Let’s get started...
In
recent years, the advertising, marketing and PR industry faces many challenges
such as;
•
Fragmented Media
•
Integrated Marketing Communications
•
Changes in Consumer Behaviour due to the
Internet
•
Digital Media
•
Outdated Business Models
•
Pressure on Margins
•
Waning Influence
•
Accountability
In
order to help achieve key goals and objectives for a client’s brand, agency
teams must consider the following;
When
creating strategic plans for new brand campaigns, it can be a fairly extensive
process so it is important to define key objectives, the target audience, how
the brand will be translated, how it will be defined and other factors.
Firstly,
the communications mix and context analysis can be used to conduct an overall
plan for marketing, advertising and PR purposes in the future. This is outlined
below;
The
tight specification of research objectives is important to ensure that the
project is developed along the right lines. Placing key objectives clearly
drives the entire research process; it provides the necessary foundations for
whatever decisions have to be taken at the end of the process (Crouch and
Housden, 2003). The diagram below reflects how business objectives should be conducted and a few examples of common goals organisations regularly set for themselves.
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